The strong arm of the brand
What do the above words have in common? They must be something to do with the impending global big business/sporting event you think to yourself. Although, if you are a British business or organization and dare to use one or more words from the left column combined with one or more from the right column in any form of ambush marketing/promotion then you will be liable to be fined up to 20,000 quid. It has become a criminal act to use these common nouns as well as any depiction of the Olympic “rings” be it in floral, bagel, sausage or hula-hoop form. Almost 300 purple-hatted “Advertisement Enforcement Officers” will ensure only “official” sponsors get to use these particular phrases.
The exclusive deals of McDonald’s, Visa, Adidas, Coca-Cola, Dow, Samsung, and the games’ other multi-million-dollar sponsors with the British government have essentially wiped away free speech. It doesn’t stop there either, turn up as a spectator wearing your Pepsi t-shirt (or other official sponsors’ competitor-themed item) then you have a good chance of being turned away. If you actually manage to get in & decide to film any part of the Olympics & upload to Twitter or Facebook, then, unbelievably, you will be breaking the law.
So, what to do when free-market capitalism is starting to look like a corporate dictatorship with its own brand army? Bring on all the clever & witty strategies you can think of to subvert these Draconian laws and support freedom of expression! Let the Games begin.